Reebok, the leading producer of athletic shoes, apparel, and accessories, introduced a new range of running and training shoes called ‘ReeFlex’. A product of advance research, the shoes feature 76 independent ‘sensors’ on the bottom, planned in a way to adjust to all training surfaces. Throughout the stride of the wearer, these inbuilt sensors work together to promote the natural movement and flexibility. To promote such an innovative product, Reebok India partnered with BIG Street & Mudra Max to create an equally innovative OOH display.
BIG Street, which holds the advertising rights to the display media in the Delhi Airport Metro Express stations, proposed the branding of the Reliance Metro Airport line’s Dhaula Kuan station façade – an enormous glass structure overlooking the busy NH8 stretch. Subsequent to the approval of the concept by Reebok, Mudra Max flawlessly completed the execution, branding the mid portion of the façade, a huge area of about 8602 Sq feet.
Since the canvas itself was a building, high quality, international standard one-way contra vision from 3M was used, that was unobtrusive to the metro passengers inside the station but left an indelible impact on the motorists and pedestrians on the road.
The branding has already created a huge buzz, with people reducing the speed of their vehicles to look at the giant display in awe. The impact of the communication has been compounded by the fact that the station is bang opposite a traffic light, ensuring a captive audience for a good 2-5 minute.
Commenting on the campaign, Rabe Iyer, Executive Vice President, RBNL & Business Head BIG Street & BIG Live said, “BIG Street has time and again proved its ability to create eye-catching innovations for its clients. This cutting edge display for Reebok has firmly positioned BIG Street as a ‘thought leader’ in the Out-of-home space.”
Mandeep Malhotra, President, Mudra Max, OOH, said, “It always been a pleasure to work on Reebok. The passion and desire to create innovative ooh by the team Reebok gives us the kick’s to run around and deliver the best campaign after campaign. We are thankful to big street to come forward and extend their support to us and our brands in creating a lot of first’s.”